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Article Title: Advertising Nursery Products On TV - Part 1
Author: Pat Malcolm
Word Count: 1032
Article URL: http://www.isnare.
Format: 64cpl
Author's Email Address: jt[at]tytyga.
Easy Publish Tool: http://www.isnare.
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Advertising various products on television successfully
involves the consideration of several art forms. The most
common advertising on TV involves the production of 30 second
commercials, the 15 second commercials or other longer or
shorter timed spots. With eye catching, interesting 30 second
spots that are well thought out and developed, the targeted
advertisement can create dramatic increases in sales results.
Sometimes customers will show up at the front door of an
advertising nursery business, only a few minutes after the the
ad runs, that is, as fast as the viewer of the ad can drive to
the business location. The quickness of the response will
depend on how urgently the targeted customer feels compelled to
rush out and decide whether or not to buy the product
advertised. A customer may feel that a low priced sale product
is a good buy, so there is an immediate impulse to purchase
this product now, before a potentially limited inventory is
sold out and no longer available.
Most sales resulting from TV ads are not sudden but occur only
by the repetition of the ads, over and over. The repeated
showing of TV ads reminds potential customers that the product
can be conveniently purchased now, and thus, the ad may
subconsciously create an impulsive need to buy that item in the
mind-set of a potential customer. There is no question that the
advertising works and has been dynamic and consistent in the
success of participating business. Magazines, Newspapers, and
the Internet, pay-per-click advertisers all have harvested the
abundant rewards of presenting thoughtful advertising campaigns
before the eyes and ears of the public. A plant nursery may find
that it cannot generate enough income from hometown friends that
will favorably allow his business expenses to support a
profitable operation, enough to remain in business. If that
plant nursery can draw in enough customers from a major trading
area (100 miles), the plant nursery may attract an astounding
amount of buyers of drive-in trade. The outcome of a TV
advertising campaign depends on many factors.
Thirty years ago regional advertising was done primarily by
showing static pictures of a nursery storefront in a 30 second
ad that was accompanied by a background, announcers voice that
promoted general nursery products offered by the advertiser.
Early morning ads are less viewed, and the ads can be an
inexpensive $50.00 each, whereas, soap opera TV and evening
news reports draw thousands the TV screens, and the ads may
cost hundreds of dollars each for a 30 second advertising
exposure. Weekend advertising rates often can be one-half or
less, in cost, than Monday through Friday advertising. Many TV
stations will not generally take ad accounts unless the nursery
budget allows, and contracts are enforced to spend at least $500
per week. Very often the nursery business sales will build up
gradually with effective ad spots, week after week, with
Saturday sale receipts dominating--
gardening is a busy activity planned by home gardeners for
weekends. Buyers of nursery plants leave their weekday offices
to buy trees flowers and shrubs on Saturday that can be planted
during the weekend. Growing plants relaxes office workers and
provides recreational relaxation and a personal planting
opportunity to harvest fruit, berry and grape treat-rewards,
unlike an impersonal signed office check from his employer for
the office duties performed.
Some TV stations will offer to a consistent and valuable
advertiser, a bonus story on news programs such as interviewing
a nursery owner with such questions as: What is the best time
to plant apple trees? What is the best variety of fig tree for
planting in my area that will survive freezes? These bonus news
interviews are often overwhelming in producing customer buyers
and huge sales, if the informational news coverage is
supplemented with frequent 30 second nursery plant ads.
For the most profound TV influence on garden buyers the TV
station representative will outline to the advertiser certain
age groups or income brackets of customers to target for
maximum sales. For plant and nursery TV sales success, an
advertiser will be directed to the weather reports that will
target farmers and gardeners whose interests are strongly
aligned with environmental changes in the weather, that
directly contribute to planting outcomes. Some early morning
weather reports offer small audiences, but the low cost of the
ads may attract enough customers to make TV advertising
rewarding for plant nursery operations.
A very important question on whether or not to advertise plants
on TV is how many competitors are advertising similar plant
products? If a total plant market is viewed on TV as a pie, the
pie is only so large and the advertiser must retrieve a large
enough market share or else the TV advertising may not be
profitable to continue. Advertising low sales prices on common
plants, such as flowering dogwood trees or grapevines, will
lure in customers to buy low profit, marginal plants, but
usually they will buy much more, thus, making sales profitable
and advisable to continue running low price sales on TV .
An important consideration in using TV advertising is the
realization that such businesses as automobile dealers may sell
a car, as a result of advertising, that nets $30,000, so that
such a high ticket item generates huge amounts of income to
finance their TV advertising campaigns. A nursery owner can
usually not hope to compete on high traffic programs such as
nightly news programs with the idea of seeing an advertised
item that might only generate $20 in sales against the strongly
financed automobile dealers, unless the TV station understands
the burden that a nursery operator faces. Sometimes TV
management, for one reason or another, will offer the nursery
advertiser a price handicap that makes sense.
For advertising on TV a 30 second commercial, a business must
give a message that includes the products offered for sale, the
location and name of the business being advertised and the phone
number and website address. The 30 second advertisement of
nursery plant products should mention 4 to 5 different plants
with colorful photos of the plants, preferably plants of
unrelated groups. Such separate groups might be: Oak tree,
amaryllis bulb, peach tree, raspberry bushes.
About The Author: Patrick A. Malcolm, owner of TyTy Nursery,
has an M.S. degree in Biochemistry and has owned and operated
TyTy Nursery for over three decades. http://www.tytyga.
Please use the HTML version of this article at:
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